The case provides a paraphrased mission and several conflicting vision statements, indicating a lack of strategic clarity and focus at the highest level.
Existing Mission: "To enhance athletes' performance through exemplary design and relentless pursuit of innovation." (p. 2, para. 2).
Existing Vision: Conflicting statements exist, including "to empower athletes globally by providing innovative products" and the CEO's goal for "women's business to one day be larger than our men's business." (p. 2, para. 2). This lack of a single, unified vision is a significant weakness.
| Component | Present in Mission? | Justification & Case Reference |
|---|---|---|
| 1. Customers | Yes | "athletes" |
| 2. Products/Services | Yes (Vague) | "exemplary design" (Lacks specificity about apparel, footwear, etc.) |
| 3. Markets | No | Fails to mention geographic scope (e.g., global). |
| 4. Technology | Yes | "relentless pursuit of innovation" |
| 5. Survival/Growth/Profitability | No | No mention of financial goals, a critical omission given the -$48M loss (p. 4, Ex. 2). |
| 6. Philosophy | No | Does not state a clear, guiding belief. The "four wills" are separate (p. 2, para. 2). |
| 7. Distinctive Competence | No | "Exemplary design" is not distinctive, as competitors copy it (p. 7, para. 2). |
| 8. Public Image | No | No mention of social or community responsibility. |
| 9. Employees | No | Fails to mention the role or value of employees. |
A new, clear vision and a comprehensive mission are required to unify the company and guide its turnaround strategy.
"To be the world's most trusted and innovative performance brand, empowering every athlete to push their boundaries."
This vision is clear, futuristic, concise, and inspiring. It sets a high standard and focuses on the core customer.
"We are dedicated to empowering athletes (1) worldwide (3) by delivering the most innovative performance apparel, footwear, and digital fitness solutions (2). Through our mastery of advanced material technology (4) and authentic relationships with elite endorsers (7), we are committed to achieving profitable growth (5) while honoring our 'us versus them' underdog spirit (6). We strive to be a positive force in every community (8) and are powered by our dedicated team of employees who make all athletes better (9)."
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